MARSHALL SPONDER
FASHION INSTITUTE OF TECHNOLOGY - WEBMETRICSGURU INC.
SoLoMo is the key to success with social media today and it also
provides better analytics via context, often missing from...
SoLoMo offer
Context that can get
the message or
image, fashion
statement, to the
right people in
specific context or
plac...
An old chart, but the
best one I can find that
compares location
based (LBS) platforms.
Note the user levels of
those plat...
While data
triangulation
is popular for
getting
coordinate
information,
new Bluetooth
technology
platforms such
as iBeacon...
The Privacy issues have only
multiplied over the last year as
the awareness of NSA spying
has made people more fearful
tha...
https://intelligence.businessi
nsider.com/location-
technology-is-transforming-
business-and-the-lives-of-
consumers-2013-...
https://intelligence.businessi
nsider.com/location-
technology-is-transforming-
business-and-the-lives-of-
consumers-2013-...
Currently, marketers are using two broad location-based techniques
with nearly equal frequency Geoproximity and Geoaudienc...
https://intelligence.businessinsider.
com/location-technology-is-
transforming-business-and-the-
lives-of-consumers-2013-1...
What iBeacon look like – an iBeacon
What Fashion Shopping is becoming
There are few analytics platforms
that are available as yet for these
new shopping techn...
What Fashion Shopping is becoming
There are few analytics platforms
that are available as yet for these
new shopping techn...
Adobe will support measurement and targeting of app
users close to iBeacons in stadiums and retail stores
IBeacon
Analytics
Platform –
Swirl
Campaign
Management
Setup
http://www.swirl.com/platform.html
IBeacon
Analytics
Platform –
Swirl
Analytics
Dashboard
Reporting
http://www.swirl.com/platform.html
IBeacon
Analytics
Platform –
Swirl
Manage
iBeacons in
each location
http://www.swirl.com/platform.html
Use Case
for iBeacons
and LBS
Hyper local
context and
positioning
http://labwerk.com/products/
Use Case
for iBeacons
and LBS
Indoor
Navigation
http://labwerk.com/products/
Use Case
for iBeacons
and LBS
Location
Tracking
http://labwerk.com/products/
Use Case
for iBeacons
and LBS
Mobile
Payments
http://labwerk.com/products/
iBeacon and Near Field Technologies
require Apps to be installed, but
other platforms that sift the web for
Geo-location n...
Geofeedia is platform used for police, military and retailers and
could be more deliberately used in Fashion (i.e.: Runway...
What are Students at
FIT saying about their classes?
What are Students at FIT saying about their classes? Boring
What are Students at FIT saying about their classes? Boring
There are positive sentiments to classes at FIT too, but less
From the previous slides it becomes clear that ..
• Students at FIT that are made
to listen to academic subjects or
subjec...
I also teach Web Intelligence and Web Analytics at Baruch
College – How to students feel about their classes there?
Baruch students do seem more engaged than those at FIT
RISD is a closer comparison to FIT as a Design/Fashion
school – but students do not mention classes or boredom
RISD is a closer comparison to FIT as a Design/Fashion
school – but students do not mention classes or boredom
Comparing Students of all 3 schools in the Facebook
Interest Graph – what differences might students have?
FIT Baruch RISD
Comparing Students of all 3 schools in the Facebook
Interest Graph – what differences might students have?
FIT Baruch RISD
Comparing Students of all 3 schools in the Facebook Interest
Graph for books – what differences might students have?
FIT B...
Comparing Students of all 3 schools in the Facebook Interest
Graph for Music – what differences might students have?
FIT B...
Summary
In this last module of the FITNYC we explored the potential
benefits and pitfalls of Geolocation for Fashion Profe...
geo-location and mobile analytics for fashion
geo-location and mobile analytics for fashion
geo-location and mobile analytics for fashion
geo-location and mobile analytics for fashion
geo-location and mobile analytics for fashion
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geo-location and mobile analytics for fashion

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This was part of a two day course designed to be delivered at Fashion Institute of Technology in the Spring of 2014

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geo-location and mobile analytics for fashion

  1. 1. MARSHALL SPONDER FASHION INSTITUTE OF TECHNOLOGY - WEBMETRICSGURU INC.
  2. 2. SoLoMo is the key to success with social media today and it also provides better analytics via context, often missing from other forms of social media. http://www.theedesign.com/blog/2013/why-solomo-is- important-to-your-entire-marketing-strategy
  3. 3. SoLoMo offer Context that can get the message or image, fashion statement, to the right people in specific context or place, such as FIT. https://blog.sgrouples.com/new-social-networking-sites/
  4. 4. An old chart, but the best one I can find that compares location based (LBS) platforms. Note the user levels of those platforms that still exist (about half) has multiplied users by a factor of 20 or more, since this chart was created. http://socialimplications.com/we- know-where-you-are-the-creepy- side-of-geolocation/
  5. 5. While data triangulation is popular for getting coordinate information, new Bluetooth technology platforms such as iBeacon is making Geolocation more effective, quickly, esp. for retail.
  6. 6. The Privacy issues have only multiplied over the last year as the awareness of NSA spying has made people more fearful that all sorts of entities are collecting private data on them, and that mobile technologies are insecure, and not private. Until recently there was a lack of transparency around what was collected and how. http://mashable.com/2011/05/04/so cial-location-apps-study/#
  7. 7. https://intelligence.businessi nsider.com/location- technology-is-transforming- business-and-the-lives-of- consumers-2013-11 Privacy concerns are giving pause to some, but widespread adoption seems to be inevitable
  8. 8. https://intelligence.businessi nsider.com/location- technology-is-transforming- business-and-the-lives-of- consumers-2013-11 Geolocation is vital to the future of Fashion, esp. if you want to sell anything!
  9. 9. Currently, marketers are using two broad location-based techniques with nearly equal frequency Geoproximity and Geoaudiencing • The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught. Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day. • A geoconquesting campaign is a specific type of geoproximity campaign that uses location data to target potential customers when they walk into a competitor's store. • Geoaudiencing uses layers of location data and data from complementary sources (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.
  10. 10. https://intelligence.businessinsider. com/location-technology-is- transforming-business-and-the- lives-of-consumers-2013-11 Facebook and Foursquare are the most commonly used Geolocation platforms
  11. 11. What iBeacon look like – an iBeacon
  12. 12. What Fashion Shopping is becoming There are few analytics platforms that are available as yet for these new shopping technologies,Adobe Site Catalyst just came up with one of them.
  13. 13. What Fashion Shopping is becoming There are few analytics platforms that are available as yet for these new shopping technologies,Adobe Site Catalyst just came up with one of them.
  14. 14. Adobe will support measurement and targeting of app users close to iBeacons in stadiums and retail stores
  15. 15. IBeacon Analytics Platform – Swirl Campaign Management Setup http://www.swirl.com/platform.html
  16. 16. IBeacon Analytics Platform – Swirl Analytics Dashboard Reporting http://www.swirl.com/platform.html
  17. 17. IBeacon Analytics Platform – Swirl Manage iBeacons in each location http://www.swirl.com/platform.html
  18. 18. Use Case for iBeacons and LBS Hyper local context and positioning http://labwerk.com/products/
  19. 19. Use Case for iBeacons and LBS Indoor Navigation http://labwerk.com/products/
  20. 20. Use Case for iBeacons and LBS Location Tracking http://labwerk.com/products/
  21. 21. Use Case for iBeacons and LBS Mobile Payments http://labwerk.com/products/
  22. 22. iBeacon and Near Field Technologies require Apps to be installed, but other platforms that sift the web for Geo-location notifications and check in data – do not require an app or check in yet still sift a lot of data.
  23. 23. Geofeedia is platform used for police, military and retailers and could be more deliberately used in Fashion (i.e.: Runways) Filter Keyword: Color
  24. 24. What are Students at FIT saying about their classes?
  25. 25. What are Students at FIT saying about their classes? Boring
  26. 26. What are Students at FIT saying about their classes? Boring
  27. 27. There are positive sentiments to classes at FIT too, but less
  28. 28. From the previous slides it becomes clear that .. • Students at FIT that are made to listen to academic subjects or subjects full of theory tend to be express unhappiness and boredom at level that suggests a fundamental problem with the school curriculum. • Students at FIT seem happier when engaged in tactile, active pursuits that develop their skills and talents – in other words, much of what they thought they were coming to FIT to learn.
  29. 29. I also teach Web Intelligence and Web Analytics at Baruch College – How to students feel about their classes there?
  30. 30. Baruch students do seem more engaged than those at FIT
  31. 31. RISD is a closer comparison to FIT as a Design/Fashion school – but students do not mention classes or boredom
  32. 32. RISD is a closer comparison to FIT as a Design/Fashion school – but students do not mention classes or boredom
  33. 33. Comparing Students of all 3 schools in the Facebook Interest Graph – what differences might students have? FIT Baruch RISD
  34. 34. Comparing Students of all 3 schools in the Facebook Interest Graph – what differences might students have? FIT Baruch RISD
  35. 35. Comparing Students of all 3 schools in the Facebook Interest Graph for books – what differences might students have? FIT Baruch RISD
  36. 36. Comparing Students of all 3 schools in the Facebook Interest Graph for Music – what differences might students have? FIT Baruch RISD
  37. 37. Summary In this last module of the FITNYC we explored the potential benefits and pitfalls of Geolocation for Fashion Professionals. Its clear the Social Data becomes a lot more useful and real when it is combined with mobile data. It’s also clear that virtual and real worlds are converging at a rapid pace.
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